Felix As Good As It Looks rolls out this month in pouches that prominently displays the contents. Brand manager Ian Crichton said: “As Good As It Looks leads the way in product innovation in that its meaty appearance and smell means it looks like food people might cook for themselves.”
The cat food is available in single 100g pouches in tuna, chicken and beef flavours (rsp: 32p), a four-pack (£1.28), a 12-pack (£3.48) and a 24-pack (£6.96). The launch will be supported with a multi-million pound media campaign, including TV ads, point-of-sale and direct mail, to encourage consumers to trade up from the standard Felix pouch. “Our aim is always to cater for an increasingly sophisticated consumer,” added Crichton.